The first beer from TRU Colors, the brewery that employs more than 70 active gang members in an effort to stop violence through economic opportunity, is hitting shelves this week across North Carolina.
TRULight, an above-premium light lager, will be available this week in nearly 800 on- and off-premise locations across the state. It’s 4.2% alcohol by volume, TRULight has 95 calories and 2.6 carbs, mirroring the key stats of segment leader Michelob Ultra, TRU Colors says.
The beer has been well received by distributors and retailers, says George Taylor, a tech entrepreneur turned brewery CEO and founder, with some accounts even swapping out displays of Michelob Ultra for TRULight. “They connect with the story and connect with the cause. Then they taste the beer and want to join in,” says Taylor. “If you have a good product and the packaging is good, the price is right, and it tastes good…why would you not want to sell it?”
Molson Coors Beverage Co. has a minority stake in the brewery. Supporting the brewery’s mission is “one of the best examples of putting our money where our mouth is,” says Paul Verdu, president of Tenth & Blake, Molson Coors’ U.S. craft division.
Molson Coors’ involvement has helped establish TRU Colors within its distribution network, giving it a better chance to succeed and make an impact in Wilmington, Verdu says.
“We are doing a lot internally to increase diversity, equity and inclusion, and we have a lot of initiatives. When this came along, we saw an immense opportunity to do something positive for the community — something no one has ever done before,” Verdu says.